Research On The Economic Value Evaluation Of The Tourism Resources Of The Mausoleum Based On The Perspective Of Tourists

With the rapid development of tourism industry and improving quality of tourists’ travel experience, cultural tourism become more thriving. The mausoleum of hadrian tourism resources occupy an important role in cultural tourism resources and promote the development and utilization of the whole tourism resources with incomparable historic, social and uniqueness. But then there has been problems such as resources destruction, environmental pollution, and also its economic value has been neglected because of the characteristics of non-exclusive and non-competitive, difficult to monetize of mausoleum of hadrian tourism resources. Throughout the past research, academic study of the mausoleum of hadrian tourism resources more concentrated in the qualitative evaluation of the size, quantity, grade, but few of quantitative value. Facing the scarcity of mausoleum of hadrian tourism resources, how to carry on the rational utilization under the precondition of resource protection with sustainable development of tourism industry become a real problem, so the quantitative evaluation of tourism resources value began to be concerned.With the support of the background, this article selected HuangdiTomb for the empirical case to study economic value evaluatation:firstly, on the basis of value theory and literature research of value system at home and abroad, the paper builded the value system of mausoleum of hadrian tourism resources and cleared the construction of economic value, at the same time, combed the theory and the application of TCM and CVM method. Secondly, the author researched the study area through various channels to collect resource information and run basic tourists data through questionnaire. Finally, this article evaluated recreational value with TCM and non-use value with CVM. Through all the research process, following main conclusions have been received:(1) Based on tourists benefits and considered the correct orientation that tourism resources have value, mausoleum of hadrian tourism resources values can be cut into use value and non-use value. With theory of Environmental Resources, Welfare Economics and Tourism Resources. Use value included recreational value, physical value, historical and cultural value, scientific value, artistic value, ecological valu; non-use value included choice value, heritage value and existence value. Economic value evaluated mainly from two aspects of recreation value and non-use value.(2) Studied the basic connotation, model and application steps of TCM and CVM, further analysed the possible deviation and solutions for the two methods, the article corrected several important variables and affirmed the applicability condition for TCM in recreation value and CVM in the non-use value evaluation.(3) Huangd Tomb takes tombs, temples, and the yellow emperor worship culture as the core resources characteristics. The majority visitors are from province, and self-help travel with many destinations are more popular. Tourists are more in young and middle-aged, and high income level and education level. Most tourists would kown some information before travel and obtain higher satisfaction. Leisure and ancestor worship are the principal tourist motives.(4) The recreational value was 535.6463 million yuan with ZTCM. Applicated CVM to evaluate non-use values, the result was 13.074256 billion yuan takeing sample of the urban employment population overall, and the revised E(WTP) value was 34.19 yuan. For all non-use value, existence value, heritage value, option value accounted for 47.8%, 35.5% and 35.5%. Therefore, the total economic value of Huangdi Tomb in 2014 run about 13.6 billion yuan.The innovation of this article lied in building the value system of mausoleum of hadrian tourism resources, clearing the object of tourism resources economic value assessment. And the paper Revised some important variables of TCM and CVM, such as improved the share method of many destinations on time and cost, probabily revised the tourists individual willingness to pay. The article made up for the tourism resources value system and the evaluation methods research in theory, in practice, provided a valid path for scenic to monetize the tourism resources and provided a reliable guidance for management of Huangdi Tomb.